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SHIFT CYCLING CULTURE is proud to launch the Climate Commitment in collaboration with a dedicated group of CEOs, leading some of the largest companies in the cycling industry.
This Letter from CEOs to the industry is an urgent appeal to acknowledge the industry's responsibility in reaching the UN Paris Agreement targets on Climate Change, and to do so collectively. 

Dear cycling industry colleagues,


As a group of business leaders from across the cycling industry, we have become acutely aware that climate change is not only a future risk, but a current one, which is accelerating before our eyes.


We are proud that cycling plays an important part in decarbonising our world, by enabling people to ride their bikes, enjoy the outdoors and make cities more liveable by taking cars off the streets. At the same time, the way in which we in the cycling industry make and sell products is also contributing to the problem.


We need to change this, but we can’t do it on our own, which is why we’re making an urgent appeal to you, our partners and competitors across the wider industry.


Why this initiative
Shift Cycling Culture brought us together in a leadership forum to discuss our business’ roles in tackling climate change. During this process we have woken up to the fact that it is not just our business we need to change and that in order to contribute to the UN global goals on Climate Change, we will need to speed up our efforts collectively as an industry.

How the collective cycling industry can play a part
In 2015, 195 countries signed the UN Paris Agreement, in which they committed to keep global warming below the critical level of 1.5 degrees Celsius. To achieve this, Greenhouse Gas emissions have to be reduced by 55% by 2030, and 100% no later than 2050. 

To reach this target also in the cycling industry, we need the entire supply chain to be involved. The biggest part of the environmental impact of our products arises from production; 50-80% of the carbon emissions take place when we extract, source and produce materials and parts. We operate in a linear economy that doesn't place value on the recirculation of materials, and too often, our customers are left with incompatible and redundant parts and products.

We recognise the enormity of the challenge of meeting the UN Paris Agreements’ targets, and we will only be able to do so  if we innovate together to: 

  • Reduce emissions related to production

  • Create products that will last longer

  • Work with customers on maintenance and lifetime extension

  • Develop a closed loop system to recover materials

Our commitment

1 // Report: We will disclose our own company’s carbon impacts by measuring our Scope 1 & 2 Greenhouse Gas (GHG) emissions, in accordance with the GHG Protocol, by 2023 (latest) and will continue to do so on an annual basis

2 // Reduce: We will disclose our plans to reduce our Greenhouse Gas (GHG) emissions by at least 55% by 2030 (against a baseline of no earlier than 2015)

This is just a start
We recognise that these are just the initial steps of a long journey, and that many of us in our industry have already begun to take them. However, we believe these initial steps are essential and urgent for us all, and that if every company within the cycling industry takes them, then the cumulative impact would be enormous.


Please join us
This letter is a call to action for ourselves and for you as our colleagues. We invite you to join us on this journey and commit to transformative change in our industry.

Please join us by signing the Climate Commitment, as a first step
towards becoming a net-zero industry.

Yours sincerely,



Derek Bouchard-Hall                 CEO, Assos of Switzerland
David Zurcher                             CEO, BMC Switzerland AG
Will Butler-Adams OBE              CEO, Brompton
Wade Wallace                              Founder, CyclingTips
Peter Woods                                CEO, Dorel Sports Group
Jayu Yang                                      CEO Haro Bikes USA
Thomas Spengler                        MD, Internetstores Holding GmbH
Simon Mottram                           Founder & CEO, Rapha
Dr. Sandra Wolf                           CEO, Riese & Müller GmbH
Thorsten Heckrath-Rose            Managing Director, ROSE Bikes GmbH
Frank Bohle                                  President & CEO, Schwalbe
Barbara Bigolin                           CEO, Selle Royal Group
Mike Sinyard                                Founder & CEO, Specialized Bicycle Components
Stijn Vriends                                 President & CEO, Vittoria S.p.A. 



Companies and organisations committed since November 1st:


Ken Lousberg                               CEO, SRAM Bicycle Components
Antje von Dewitz                          CEO, Vaude Sport GmbH & Co. KG

Wayne Du                                      CEO & Founder, Jakroo Custom Apparel
Johannes Biechele                       CEO & Founder, Fazua GmbH

Chris Kruitbosch                          CEO, Kruitbosch
Jochim Aerts                                 CEO Belgian Cycling Factory (Ridley/Eddy Merckx)

David Hancock                             CEO, enviolo
Michael Lin                                   CEO, Pacific Cycles, Inc.
J. Matthew VanEnkevort             CEO, Marin Mountain Bikes Inc.
Tori Fahey                                     Founder, Apidura Ltd.

Jakob Luksch                                CEO, myStromer AG
Martin Krøyer                               CEO, GripGrab
Hugo Davidson                            CEO, Knog Pty Ltd.
Frank Schnipper                           MD, antidot. bikecare
Jerry & Shelley Lawson                Co-founders, Frog Bikes

Tim Bundegaard-Goodall           CEO, Islabikes

Sam Atakhanov                            CEO & Founder, DŌST Bikes Inc.
Andy Smallwood                          CEO, Ribble Cycles

Ardo Kaurit                                   CEO & Co-founder, Ampler Bikes
Peter Lange                                  CEO & Founder, Pas Normal Studios

Oliver Pepper                               Founder, Morvélo

Mathias Ihlenfeld                         CEO, woom GmbH

Helge von Fugler                          CEO, E BIKE Advanced Technologies GmbH
Timo Hyppönen                           CEO & Co-founder, Pelago

Staffan Widell                               CEO & Founder, Ass Savers AB
Stefan Schott                                CEO & Founder, 8bar bikes

Jasper Ockeloen                           CEO & Founder, Sockeloen

Ben Gaby                                       Founder & CEO, RideGuard c/o Jabeda Ltd.
Rob Webbon                                 CEO, Presca Ltd.
Thomas Donhou                          Founder, Donhou Bicycles
Jörg Schindelhauer                      Co-founder, Schindelhauer Bikes
Richard Zirkl                                  CEO & Co-founder, reanimated-bikes
Jérôme Communal                       CEO & Co-founder, Cycles Revolution SAS

Jason Evans, Duncan McRobert      Co-founders, Rawvelo

Javier Garcia,                                  CEO & Founder, Negative Split Carbon


Manufacturers / Distributors

Armando Levy                               CEO & Founder, Rodi & Triangles

Jesper Lundqvist                           CEO & Founder, Promovec

Tom Segunda                                Senior Manager, SR SunTour

Dan Liljeqvist                                CEO, Herrmans Bike Components Ltd

Vital Almeida                                 CEOCiclo Fapril, S.A.

Jimmy Seear                                  Co-founder, CSS Composites

Hermes Chang                              Chairman, Ideal Bike Corporation

Thomas Ramge & Marco Wolf   CEO, UPL Service GmbH

Panos Sinopoulos                        Co-Founder, Ocean Industries

João Miranda                                CEO, Miranda & Irmão, Lda

Phil Chang                                     CEO, Tentech Composite

Li Wenjie                                        CEO, Flybike Asia Sports Equipment Co. Ltd.

Tan Weikun                                   CEO, XDS Carbon Tech (Shenzhen) Co. Ltd.



Dominique Metz                          CEO, Veloplus AG

Chase Wreyford                           Founder, Repack Bike Shop

Andy Carr                                      CEO & Founder, Spoon Group Ltd.
Craig Goff-Cooper                       Founder, Ride Electric   

Thomas Vanderhoydonck          CEO, De Geus BV


Hugo Davidson                            CEO & Co-founder, Outside Inc.   
Mars Holwerda                            Founder, studioMOM

Mark Sutton                                 Founding Editor, CyclingIndustry.News

Joko Vogel & Olivier Senn           Co-CEO & Founder, Cycling Unlimited/Tour de Suisse

Richard Pascoe                            Owner & Founder, Saint Piran Pro Cycling    

Jon Woodroof                               Owner & Founder, Twotone Consulting BV

Alessandro Ferrio                        Founder, We Bike Italy
Steve Zavestoski                          Founder, Comova Cycling

Sander Kolsloot                           Founder, Cycling Connection

Martin Donat & Stephan Peters    CEO & Founder, lifeCYCLE Magazine


About Shift Cycling Culture
Shift Cycling Culture is a global movement with the mission to drive systemic change in the cycling industry and wider community to create a sustainable future for our sport and the places we love to ride. 


We love where we ride. Let’s act accordingly.

Please note signatories are required to be on CEO level

Founding signatories

Derek Bouchard-Hall Assos of Switzerland.jpg

Derek Bouchard-Hall,
CEO Assos of Switzerland

Back-up_David Zurcher-2_edited.jpg

David Zurcher,
CEO BMC Switzerland AG

Will Butler-Adams OBE_edited.jpg

Will Butler-Adams OBE, CEO Brompton

Peter Woods_Dorel_edited.jpg

Peter Woods,
CEO Dorel Sports

Jayu Yang_edited.jpg

Jayu Yang,
CEO Haro Bikes USA

Thomas-internetstores (cropped).jpg

Thomas Spengler, MD Internetstores Holding 

wade wallace_Cycling Tips.jpg

Wade Wallace,
Founder CyclingTips

Simon Mottram_Rapha small.jpg

Simon Mottram,
Founder & CEO, Rapha

Sandra Wolf 2.JPG

Dr. Sandra Wolf,
CEO Riese & Müller GmbH

Thorsten Heckrath_Rose_edited.jpg

Thorsten Heckrath-Rose, MD ROSE Bikes GmbH

Frank_Bohle Schwalbe_edited.jpg

Frank Bohle,
President & CEO Schwalbe

Barbara Bigolin_Selle Royal Group_edited_edited.jpg

Barbara Bigolin,
CEO Selle Royal Group


Mike Sinyard, Founder
& CEO, Specialized Bicycle Components

Stijn Vriends_Vittoria_edited.jpg

Stijn Vriends, President
& CEO, Vittoria S.p.A.

To motivate as many companies in the cycling industry to commit to the Letter, we encourage both companies and individuals to share the Climate Commitment with their network.

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